چکیده:
مدل کسبوکار پلتفرمی در سالهای اخیر یکی از مدلهای کسبوکار پرطرفدار بین کسبوکارها بوده است. با توجه به این موضوع از سویی و عدم توفیق برخی پلتفرمهای راهاندازی شده در صنایع مختلف از سوی دیگر، این مطالعه میدانی با هدف تعمیق دانش در این حوزه در سطح کشور و جهت شناخت شایستگیهای کلیدی برای موفقیت پلتفرمها در ورود به بازارهای پلتفرمی در ایران انجام شد. در این پژوهش با بررسی دو نمونه موفق در حوزه حملونقل برخط در ایران، شایستگیهای مؤثر پلتفرمها بر موفقیت ورود به بازارهای پلتفرمی شناسایی و اولویتبندی شدند. ابتدا با استراتژی مطالعه چندموردی و با استفاده از نمونهگیری نظری، نسبت به گردآوری دادهها از دو مورد تپسی و اسنپ اقدام شد که در طی آن مجموعاً 17 مصاحبه انجام شد و از 7 گزارش آرشیوی استفاده شد و سپس از تحلیل مضمون برای دادهها استفاده شد. برای پایایی از روش بازآزمون استفاده شد که در سطحی مناسب قرار داشت. در نتیجه، 8 مقوله شایستگیهای مؤثر پلتفرمها بر موفقیت ورود به بازارهای پلتفرمی شناسایی شدند. در مرحله دوم با بهرهگیری از روش بهترین - بدترین خطی و با استفاده از نمونهگیری گلولهبرفی، 12 پاسخ گردآوری شد و به اولویتبندی این شایستگیها ختم شدند. برای بحث روایی محتوایی، هر دو پرسشنامه طراحی شده به سه نفر از خبرگان ارائه شدند و نظرات آنها اعمال شدند. براساس نتایج، شایستگی نیروی انسانی مهمترین شایستگی و کاربرپسندی کماهمیتترین شایستگی اولویتبندی شدند.
IntroductionPlatform business models have become a popular business model in these years and different platforms' success in the world and in Iran increased this popularity evermore. Platforms are disrupting businesses globally. Online technologies are powering up start-ups, which will grow in size, business volume, and stock value within a few years and strike down large companies. A platform business model is a disruptive force, and it is capable of sweeping aside traditional businesses which are using a legacy pipeline business model.The study of the platform business model became a topic of even greater interest due to the context of the Covid-19 pandemic. This global health crisis forced companies to accelerate the digital transformation process and people to live exclusively in the digital world. The platform business model is also becoming a key point of interest to many practitioner publications that presents successful platform strategies from the business reality.These issues alongside some platforms' failure in different industries show the need for field research in our country to deepen the knowledge about this concept. One of the obvious necessities of active businesses in Iran is to understand key competencies to succeed in the country's local market because of fundamental differences of Iranian platform markets with other countries' markets and developing these competencies in their businesses. So, in this research, we've studied two successful transactional digital platforms in Iran which were active in the online transportation market and identified and prioritized key competencies in order to a successful entry into multisided platform markets. MethodologyThe methodology adopted in this research work is exploratory and the multiple case study is used as the main approach. This has been utilized by a great number of authors studying the business platforms and makes it possible for the researchers to investigate the data both within each particular situation and across situations.This research has been done in two stages. In the first stage, using multiple case study strategy and through semi-structured interviews with executive and operational managers and related archival reports using theoretical sampling, we gathered from two case studies (Tapsi and Snapp) in which we conducted 17 interviews and used 7 archival reports and we use theme analysis to analyze data. For the narrative of the interviews' questionnaire, we presented it to three experts and applied their advice and for reliability, we used retest and intra-subject methods that showed acceptable reliability.In the second stage, we used the linear BWM Multi-criteria decision-making method for prioritizing key competencies and gathered data from 12 experts through a questionnaire who have been chosen by using the snowball sampling method For the narrative of the questionnaire, was presented it three experts and we applied their advice.Discussion and ResultsIn the first stage of the research through theme analysis 8 themes have been identified as platforms' key competencies for a successful entry to multi-sided platform markets. These themes include accurate pricing, human resources competencies, investors' competency in protecting the platform against regulatory ambiguities, technical support and technical issue-resolving speed, availability, proficiency in swift expansion, right timing, and user-friendliness.In the second stage using linear BWM, these themes have been prioritized and as a result, we identified human resources competencies as the most Important competency and user-friendliness as the least important of these competencies.ConclusionWith a thorough review of the result, it can be found out that except human resources and technical support competencies that have a higher priority and application user-friendliness which has a low priority, other competencies have almost the same priority. the reason for the low priority of user-friendliness of application is maybe because of the two main functions of platforms that overshadow it: operation and technology, in that effect competency in user-friendliness, has a lower weight because users are mostly attracted to platforms that have higher technology that suits their needs better and operational efficiency of the platform in reaching higher standards of service provided by suppliers for buyers and availability of a richer pool of customers for suppliers have a more crucial role in the choice of the platform by users.The conclusion of this research shows, in order to have a successful entry into platform markets, businesses should consider forming competent teams, offering acceptable technical support, swift expansion, increasing the speed of availability to their services along with accurate pricing with a user-friendly application, and entry in the right time.According to the results of this study, we suggest further studies be conducted on every identified competency by researchers in future studies to gain a better understanding of them, also it is suggested to study failed platforms like Carpino to test the reliability and importance of identified competencies in this research